The Dynamics of Digital Media Content Management on Instagram by LLDikti Region II in Support of Information Transparency

Abstract

The increasing use of social media in government communication has transformed public relations practices from conventional information dissemination into strategic digital communication aimed at enhancing public information transparency. Despite this development, limited attention has been given to how digital content management contributes to transparency within higher education public institutions. This study examines the dynamics of digital content management on the Instagram account of LLDIKTI Region II in supporting public information transparency through the communication of the Kampus Berdampak program. A descriptive qualitative approach was employed, involving four purposively selected informants who were directly engaged in institutional digital communication. Data were collected through in-depth interviews, non-participant observation, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings indicate that digital content management is implemented through an integrated process comprising strategic planning, content production, publication, audience interaction, and performance evaluation. These practices demonstrate the application of the Online Public Relations dimensions of reach, richness, porosity, and agent, enabling the institution to expand information accessibility, improve content quality, foster interactive communication, and evaluate communication effectiveness through digital analytics. The study also reveals that information transparency is achieved not through unrestricted disclosure but through a balanced approach that combines openness, institutional accountability, and the protection of confidential information. This research contributes to the development of Online Public Relations by demonstrating that effective digital government communication depends on the integration of strategic content management, participatory communication, and evidence-based evaluation to strengthen transparency and public trust in higher education governance.